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Last week I wrote about the brander’s paradise that is South Beach. This week, I spent some time in Manhattan, which most would think of as a brander’s paradise.

But right now I only feel fatigue. And I’m not just talking about Times Square.

Manhattan, everywhere, overloads the senses. Every possible square inch of space has a message, from the glitzy store fronts on 5th Avenue, to the small restaurants with only a few tables, to the apartment buildings offering “superb” rentals. You can’t walk even a block without being overwhelmed by logos for coffee shops!

How do you choose?

Clearly, a budding Manhattan brander must go WELL beyond the awareness – consideration – preference mantra that has been drilled into our heads since our first marketing classes. Yes, you must get the customer’s attention. But that is only the start. The product benefits must, of course, engender loyalty.

But survival requires commitment. And for that, the experience matters.

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South Beach, where I live, is a brander’s paradise.Miami Beach

No, I’m not just talking about the ubiquitous retailers, including Sunglass Hut which opens its largest store in the nation tomorrow or the always-packed Apple store.

In an instant, even the untrained eye spots the sunburned tourists, the convention goers, the college students, the wealthy Brazilians, the homeless, the religious (the Miami Beach Community Church built in 1921 on Lincoln Road is a local institution) – yes, everything and everyone is branding themselves.

All vy for attention, using all the senses – the ever changing group of young women hired by restaurants to entice passersby to eat at their establishment, the wafts of perfume, the clothes, the feel of the just-ripe fruits, the DJs in the trendy stores, and, above all, the powerful logos.

But once they’ve got your attention, then what? Who hasn’t had a bad meal, even in a highly-rated restaurant? Or a terrible date? Or bought overripe fruit? Or walked out of a store because there is nothing in our size or the quality of the material is substandard? As my good friend, Chris Gammill and I constanty discuss, the experience matters.

What experience are you delivering?

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